Research On Brand Image Design Of "Zhongyuan" Chrysanthemum In Henan Province

There are countless agricultural products in Henan,a large agricultural province,but many of them are not well known,and the only way to stand out in such a competitive market is to keep improving the product brand.In the area of Wen County,Henan,a chrysanthemum with high medicinal and health value is cultivated in the natural and pure soil-the Huai Chrysanthemum.The flowers,leaves and stems of the chrysanthemum can be used as medicine and for drinking.According to ancient medicine,the chrysanthemum is endowed with the clear air of heaven and earth,contains the elite of gold and water,has been subjected to dew and frost,drains wind and detoxifies the body,clears the liver and brightens the eyes.For this type of agricultural product,it is important to translate the product culture and improve the product branding.In the process of researching Huai Chrysanthemum,we found that there are many agricultural products on the market that have high utility value but are not proportional to their sales,their publicity is random and lack of long-term brand planning,resulting in the product being presented to consumers with a cheesy and old-fashioned visual effect,a single form and simple overall,thus losing market competitiveness.A series of changes can be made to the brand positioning of the Huai Chrysanthemum in the Central Plains,including the improvement of the packaging form,which will increase the recognition of the agricultural product packaging,increase the impression of consumers,and thus better promote the development of the regional culture and local economy.The topic is based on the brand image of Huaijuhua,and takes "branding of agricultural products" as the line of thinking."The research method includes literature review,field research and comparative analysis.We then fully explored the information on the medicinal value,cultural development,production development and consumer groups of Huaijuhua,and summarised the product in depth,from multiple angles and in multiple directions.On the basis of this,we designed and positioned the Huai Chrysanthemum brand and devised a complete brand design strategy to alleviate the current situation of Huai Chrysanthemum’s single-form and low aesthetic brand image,and to give Huai Chrysanthemum a rich cultural connotation and a new aesthetic art.Finally,in design practice,"high-end","simple" and "fashionable" are taken as the core of the design theory,and representative design elements are extracted and applied to the brand image.This project is necessary both for the promotion and marketing of local agricultural products and to give new impetus to the agricultural industry.It is hoped that this research will help to create brand value for the Huai Chrysanthemum through the enhancement of its visual identity,and that practice and theory will go hand in hand.We hope that the research on this topic will bring some valuable reference for other agricultural products brand image design,and inspire more designers to design innovation and brand promotion for agricultural products in their hometown,and we believe that through the efforts of various aspects,consumers will soon find that the Huaijuhua brand has transformed towards quality.